Toronto startup Vantage Analytics has raised $1.1-million in its first round of funding from Real Ventures and a number of angels with e-commerce and retail expertise.

Vantage, founded in 2013 by Aran Hamilton and Brandon Kane, offers software that turns customer data into “business-friendly” insights businesses can use to boost sales and attract repeat customers.

The seed funding round was led by Real Ventures, a large Canadian seed fund that invested $500,000. The additional $600,000 was raised from investors including PBX Innovations, Greg Wolfound (co-founder of 724 Solutions and SecureKey Technologies), and Brad Badeau (co-founder of CertaPay).

“Vantage Analytics is offering both e-commerce and brick and mortar stores the ability to rapidly gain insight into their businesses and take action in real time based on their powerful recommendations,” said Real Ventures’ partner JS Cournoyer in a statement.

The company plans to use the funds to further develop its data mining and predictive analytics software, and also recruit more staff.

“With this new funding, we will look to other leading e-commerce platforms such as Magento, Volusion, and BigCommerce as opportunities for strategic partnerships, while deepening our offering to Shopify merchants,” Aran Hamilton, president and co-founder of Vantage, said in a statement.

Vantage’s technology is used by businesses including Toronto toy maker Sandblox and clothing maker The Candi Factory. Vantage is also part of the Shopify Plus partner program, in which its data analytics tools can be used by Shopify merchants.